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Research communities Definition

A group of consumers that that can be accessed for feedback (similar to a panel) but that also can talk with one another, exchange ideas and discuss issues. Also known as online communities.

Research communities are groups of pre-recruited participants who engage in ongoing or iterative research activities over time, often through digital platforms. These communities provide continuous feedback, co-creation and insights into customer attitudes, behaviors and needs.

Who relies on research communities in market research?

Brand managers, innovation teams, UX researchers, insights departments and product developers rely on research communities to maintain a consistent dialogue with target audiences and gather real-time input.

What are the key aspects of research communities in market research?

• Longitudinal participation from selected members.
• Typically online and platform-based.
• Supports both qualitative and quantitative activities.
• Enables fast-turn feedback and deep engagement.
• Includes moderation and community management.

Why are research communities important in market research?

They offer a cost-effective, flexible and efficient way to gain ongoing insights from a core group of customers. This helps brands stay attuned to evolving needs, test ideas quickly and build consumer-centric strategies.

How do market researchers use research communities?

Researchers use them to test concepts, explore unmet needs, evaluate communications, monitor trends and co-create new offerings. Insights gathered are used to guide product development, marketing, customer experience and brand positioning.